From appointment reminders to case updates, listed below are the six sorts of emails that make sure you’re offering top-notch service to your purchasers.
E mail communications are a cornerstone of working a contemporary legislation agency. In line with the American Bar Affiliation, 41% of law firms use email marketing. As one of the generally used legislation agency advertising and marketing instruments, emails are anticipated by purchasers as a part of their authorized expertise.
In the event you’re competing in opposition to different corporations for purchasers, your agency’s e-mail technique wants to face out. Listed below are six emails your legislation agency needs to be sending, and why they matter.
Why do legislation corporations want e-mail advertising and marketing?
E mail campaigns needs to be one element of a broader advertising and marketing technique that employs diversified channels and retailers. The extra individuals who see and work together along with your advertising and marketing content material, the extra leads you’ll have. Your legislation agency may need entry to a whole bunch and even 1000’s of e-mail addresses from present, former, and potential purchasers. Don’t allow them to collect mud.
Constructing a complete e-mail marketing campaign is commonly a strategy of trial and error. Whereas each agency has distinctive wants, a authorized advertising and marketing e-mail marketing campaign typically has the next targets in thoughts:
- Appeal to new purchasers by showcasing your agency’s authorized providers.
- Enhance your legislation agency’s visibility by constructing model consciousness.
- Keep top-of-mind with present, former, and potential purchasers.
81% of legal consumers seek referrals earlier than retaining an legal professional or agency. Constant, focused emails will maintain your agency top-of-mind for potential referral sources.
Who ought to my legislation agency e-mail?
The ‘who’ will inform the ‘what’ and ‘when’ of your e-mail technique. Earlier than deciding what emails your legislation agency ought to ship, determine the audiences your legislation agency needs to achieve. For instance, in case your agency handles each household legislation and chapter legislation, you may need to section your loved ones legislation and chapter leads to be able to ship focused content material based mostly on material.
What emails ought to my legislation agency ship?
Irrespective of the scale or apply space of your legislation agency, these six authorized advertising and marketing emails will instantly elevate your e-mail advertising and marketing and communications technique:
1. Regulation Agency Welcome E mail
Maintain your agency prime of thoughts for longer by robotically sending a welcome e-mail instantly after contact info is captured. This welcome e-mail would be the first communication a potential consumer receives out of your agency after, say, submitting an inquiry kind in your web site. First impressions are extremely essential in attorney-client relationships as a result of authorized enterprise requires a significant component of belief. In the event you fail to make a powerful impression out of the gate, you’ll lose viable purchasers at this step. Set your consumer’s expectations about your agency’s character and the kind of communications they’ll obtain sooner or later as their matter progresses. Go away clear directions for any motion a lead could need to take after receiving this e-mail.
2. Appointment Reminders
After a possible consumer schedules a session, ship appointment reminder emails within the days previous their appointment. These proactive reminders will cut back the variety of no-shows, particularly in case your agency schedules appointments far prematurely. Bettering the attendance price of your appointment will even cut back the executive burden in your agency as a result of fewer appointments will must be rescheduled.
Reminders are a small however efficient solution to create a optimistic consumer expertise. These emails exhibit your group and attentiveness to consumer wants. Contemplate together with info purchasers will want earlier than their appointment, like parking instructions for an in-person session. Reminders will even enhance peace-of-mind by offering a handy means for purchasers to verify, cancel, or reschedule earlier than their appointment.
3. Regulation Agency E-newsletter
Create a templated e-newsletter to flow into at predetermined intervals (e.g. as soon as a month). The purpose of this text is to maintain your legislation agency top-of-mind for potential and former purchasers. Your e-newsletter can characteristic agency updates, like should you launch a brand new apply space or open a brand new workplace location. It is usually place to showcase your bona fides. Present case research, blogs, or information clippings that exhibit your agency’s effectiveness in delivering to your purchasers.
Newsletters are a robust and versatile automobile to ship a constant message and develop your agency profile. Strengthen your authority and trustworthiness by exhibiting the way you ship outcomes. Encourage subscribers to comply with your agency’s social media accounts (81% of legal professionals say their corporations are on social networks, based on the ABA). Direct site visitors to your web site by sharing hyperlinks and assets hosted in your area.
4. Authorized Topic Experience E mail
Blogs and case research are additionally a part of a technique to ascertain your material experience. Devoted emails for these matters will let you dive deeper than brief e-newsletter blurbs enable. Do you have got an anecdote that exemplifies the way you wish to work with purchasers? Do you have got 5 guidelines you inform each consumer who hires your loved ones legislation agency to deal with their divorce? If that’s the case, you have got what it’s essential exhibit your agency’s authority in your apply space.
5. Shopper Engagement Emails
The engagement e-mail asks your viewers to take some sort of motion. Moderately than talking from the highest down, you get to pay attention from the underside up. Present your purchasers that their opinion issues. Solicit enter or suggestions out of your viewers to maintain them engaged along with your agency. Share a satisfaction survey after a matter has concluded. Ask purchasers to share private tales related to your apply space. This enter can feed into blogs or e-newsletter matters, like “Issues I Want I Knew Earlier than Submitting for Chapter.”
6. Vacation Greetings
Loads of vacation greetings from legislation corporations are easy requirements. They’re usually only a notification that your workplace can be closed on a sure date. This achieves a sensible purpose and retains your agency front-of-mind to your mailing listing all year long. Nevertheless, most legislation corporations omit the only strongest vacation greeting: the comfortable birthday message. You probably have a CRM that shops consumer info like birthdays, you possibly can automate a personalised greeting to ship to a consumer on their big day. This e-mail is totally different from the opposite vacation greetings as a result of, by definition, you possibly can’t ship this e-mail to your whole listing without delay. It exhibits that you concentrate on your purchasers as people, and see them as individuals. In the event you can delight a former consumer by remembering their birthday, you possibly can dramatically enhance the probability of that consumer recommending your agency to individuals they know.
Suggestions for Regulation Agency Advertising and marketing Emails
As with every facet of legislation agency advertising and marketing, maintain your self up to date on the newest moral guidelines and greatest practices for e-mail advertising and marketing. Having an simply seen ‘Unsubscribe’ button in your advertising and marketing emails could appear to be a small factor, but it surely makes an enormous distinction.
Additionally, be sure the content material of your e-mail advertising and marketing is client-centered. Though these emails present ample alternative to brag about your self or your agency, legislation agency advertising and marketing finally tells the story of how attorneys ship for his or her purchasers.
Efficient emails are constant and handle a selected viewers. Keep constant whereas relieving your self of busywork through the use of templates and automating as many emails as you possibly can. In the event you don’t have a authorized CRM to do that be just right for you, schedule a demo of Lawmatics. We have now all the things it’s essential get began.
Patrick is the Jr. Copywriter at Lawmatics, the #1 attorney-client relationship administration platform that gives legislation corporations with consumer consumption, CRM, and advertising and marketing automation. When he’s not writing (or studying) voraciously, you possibly can most likely discover him within the stands of the closest baseball or soccer recreation.